As spend on influencers grows at a fantastic rate, brands need to make sure they’re getting optimal return on investment. However, many brands miss opportunities to leverage influencer content beyond the obvious social promotions. While 70% of brands work with influencers, a mere 10% feature influencer content on their own social accounts.
The true power and scale of influencers lies in their role as content creators, and brands can get even more out of these partnerships by repurposing this content outside of social platforms. For example, Forever 21 posts photos from paid influencer Lo Shepherd (@lo_behold.style; 7,879 followers) on its product description pages, providing credit to the influencer in the description. This adds an element of authenticity, creating the sense that both parties are receiving value from the partnership.
By thinking beyond social channels to email, display, and even traditional media campaigns, brands can broaden the impact of existing influencer content. Nordstrom partnered with Emily Schuman (@emilyschuman; 402,000 followers) of The Hills to launch a clothing line, and AT&T partnered with Colombian reggaeton star Maluma (@maluma; 28.4 million followers) as well as a collection of smaller influencers to promote the #hazruido hashtag with a series of free concerts for fans. Meanwhile, Rebecca Minkoff used influencers in its New York Fashion Week show for two years in a row, both as models and behind-the-scenes documentarians. These examples demonstrate that there are many ways for influencers to further brand awareness outside Facebook and Instagram.